What does water mean to you?
“There are these two young fish swimming along
and they happen to meet an older fish
swimming the other way, who nods at them and says “Morning, boys. How’s the water?”
And the two young fish swim on for a bit,
and then eventually one of them looks over at the other
“What the hell is water?”
(David Foster Wallace)
When I think about water, I imagine purity, freedom, calm yet destructive, power, importance and even deception. The Herno SS 2016 Rain Collection was simply poetic. It was innovative and spectacular, all that and more than you’d expect from such an innovative brand. The use of technology and the interactive nature of the show gave the collection such a bold, free spirit. It really was remarkable.
The collection was pretty contradictory with its pro-rain attitude and anti-rain designs. This was one of the most interesting parts of this collection actually, as that very contradiction created cohesion. I know it sounds pretty confusing, but when you really think about it, and look at the Rain Collection with the perspective that Herno has about celebrating rain through innovation, it makes absolute sense I promise. The collection featured several coats and jackets and integrated digital art into the collection to create a spectacular show. Here’s a quick peak at the show.